Keller's Brand Value Chain

1471 WordsDec 12th, 20106 Pages

The Brand Value Chain(BVC) is a structured approach to assessing the sorces and outcomes of brand equity and the manner by which marketing activities create brand value. It provides insights to support the various decision makers in the company and stresses that every member of the company contribute to this branding effort. It believes that the value of rand ultimately resides with customers. There are several steps to this when we look at this value creation process. * Step I) Firm invests in a marketing program targeting actual or potential customers * Step II) The associated marketing activity then affects the customer mind-set –what the customers know and feel about the brand. * Step III) This produces the brand’s performance…show more content…

2) Brand Association: The strength, favorability and uniqueness of perceived attributes and benefits for the brand. This is the sectors which give key sources of brand equity as these are the means that satisfy the needs of the consumers. If they see that a brand fulfills a task that they need whether functionally, aesthetically, socially or otherwise, it would have major brand associations. 3) Brand Attitudes: These are overall evaluations of the brand in terms of its quality and satisfaction it generates. Positive brand judgements. A customer after fulfilled with his need needs to feel that the brand is awesome. 4) Brand Attachment: The degree of loyalty the customer feels towards the brand. A strong form of attachment, adherence, is the consumer’s resistance to change and the ability of a brand to withstand bad news like product or service failure. In extreme cases, it could lead to addiction. It is the next step after strong brand attitudes. 5) Brand Activity: The extent to which customers use the bran, talk to others about the brand and seek out brand information, promotions and events.
The interesting thing here is how brand awareness and associations are part of salience when it comes to CBBE. The Brand Attitudes deals with judgements and feelings and brand attachment and activity is to do with resonance. Essentially the brand building process is putting out in customer mind-set. The above two steps relate to price premiums and

relationship between processes and value chains. The value chain, as Porter identified, incorporates the following drivers of revenue and profit in an organization: inbound logistics, operations, outbound logistics, marketing and sales, and service. Processes which are how you do things are used through the value chain. By definition, processes are used every time you do something, so this is all quite self-evident.
In order to extract value from the value chain, a company should outperform its competitors…

Value Chain Analysis-Costco Corporation
Brief on the Organization
Costco is among the leading global retailers which provide customers a wide range of merchandise, ranging from small to well-known brands. The company began operations in 1983. Over the years, Costco has been a retailer in low cost membership-only leader, in warehouse club of merchandise. Moreover, Costco does not offer frills warehouse business models as its competitors do. Costco’s major competitors…

Value Chain Analysis
Value Chain divides activities within a firm into two broad categories: primary activities and support activities. It highlights the explorations of internal analysis of a chain of business activities and explores the role and contribution of organization's resources corresponding to primary and support activities in a cost-effective way to gain cost advantage (Lynch, 2000).
4.1 Procurement:
As for the Procurement in support activities, the Body Shop has developed long-term…

Value Chain as a Company Strategy
Introduction
Now a day, many companies are trying to improve their value chain in order to use the value chain as a strategy in the manner of meeting the customers need and satisfaction. One of the strategies they are using with value chain is to gain competitive advantages for rival among their competitors. Value chain actually can discover and fulfil what customers want and the identification of customer needs will hence become one of the ways to surpass their…

the world’s most powerful brand in quick service restaurant industry in terms of market share and brand value. Committed in quality, service, cleanliness, and value, McDonald’s must deliver its product to consumers with consistency and efficiency. This report will explore how McDonald’s corporation maintains its operational excellence through support from integration of sophisticated technologies. It suggests that to be able to apply technology in organization, value chain process must be defined and…

VALUE CHAIN SYSTEM
The value chain concept was created by Michael Porter and explained in his book âCompetitive Advantageâ, published in 1980. The value chain is a series of activities that create and build value- culminating in the contribution of total value to the organization. Porter used the concept of value chain as a systematic approach to examining the development of an organizationâs competitive advantage in the marketplace.
In using the value chain concept, the total activities undertaken…

Report on Real Estate Industry Chain and Value Chain Activities Within Calloway
Introduction
The purpose of the report is to conduct a value chain analysis of Calloway and its
industry in order to get a better assessment of the organizationâs key functions in
terms of satisfying the needs of the tenants and ultimately the shoppers. To end
of this report, we will provide a situational analysis and recommendations to
improve Callowayâs ability meet its tenantsâ and shoppersâ needs.…

As a result development of a superior value system is imperative to their operations. Throughout this paper we will analyze their value system by using Michael Porter's value chain analysis model. In an attempt to paint a current picture of the non-alcoholic beverage industry we will assess the market activity by using mergers, acquisitions and IPO'S as our benchmarks to determine if the market is growing or contracting.
Value Chain Analysis
A value chain is a model used to disaggregate a firm…